Sunday, September 5, 2010

Campagnolo Sportswear

"Campagnolo has its own booth in Eurobike’s apparel pavilion for the first time to support the rebranding of its clothing collection.

Campagnolo has been manufacturing apparel for about 15 years, but it’s never been given its own resources or treated as an independent division, said Alessandra Grolla, general manager of Campagnolo Sportswear.

Grolla, who started the project a year ago, previously launched the sport apparel division for Dainese. “It’s very important to show Campy apparel is a brand not just an accessory of the component company,” she said.

The idea behind behind the project is to broaden the appeal of the apparel beyond Campy loyalists and road riders to all disciplines including commuters, mountain bikers and cyclocross racers, Grolla said.

The line is branded with a new CSW logo and is split into three categories: Challenge, aimed at racers, Tech Motion and Heritage. The collection is manufactured in Italy and incorporates subtle colors like grey, titanium, black, red and blue.Pieces include men’s and women’s bibs, shorts, bib tights, long- and short-sleeved jerseys, water and wind-proof jackets, as well as off-the-bike pieces, gloves and shoe covers

The rebranding effort will be complemented by a new advertising and marketing campaign."

Source: Bicycle Retailer report from Eurobike

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